8 Pillars of Book Publishing
By Jerry D. Simmons | December 7th, 2011 | 1 Comment » (Click to add yours!)
Book publishing involves several components working together to maximize the opportunities for selling copies. Success requires alignment of the 8 Pillars in a way that gives the title, author and publisher the best chance of achieving their goals. Coordination, timing and professional experience provides the very best opportunity for both initial and long term success. What follows are the 8 Pillars of Book Publishing.
[1] Writing – Anything is possible if the manuscript is marketable. If the author can keep readers engaged by telling a good story or sharing information in a manner that keeps pages turning, then consider the manuscript marketable. That does not mean the eventual publication will be successful but I can guarantee it will not be if the manuscript does not convey a story or message to the intended audience.
[2] Editing – Once the manuscript is finished a professional editor needs to read and offer feedback. If the cost of a complete content edit is not possible then at a minimum the writer needs an editorial critique. Where a professional editor reads, evaluates and offers a written critique on how the writer can improve the manuscript. Friends or family will not be sufficient and line editing for grammar, spelling and punctuation is not enough. Unless the writer has extensive experience an editorial critique is the very least that should be acceptable.
[3] Marketing – Starts early and continues for as long as the publication exists. Marketing runs parallel to the entire publishing process and never ends. With subsequent books the marketing overlaps to include the new and older titles. There are many forms of marketing but the point to make here is that marketing is as important as writing proficiently and publishing correctly. Never underestimate the power of sustained book marketing.
[4] Packaging – Getting the right cover design on a book matters. Consumers judge books by their cover and they will make a purchasing decision in a matter of seconds based on the package. If the cover does not make a statement instantly then a sale is lost. The jacket copy or sales blurb is important and considered part of the package as well as the title and subtitle. Do not underestimate or overlook the importance of proper packaging.
[5] Pricing – The single most important consideration on almost everything we buy is price. Readers shop by price and make most book purchases based on price. This is especially important for new unknown authors since infrequent buyers of books will most likely not take a chance on someone they are not familiar with. A single dollar or two below the price of an author the reader is familiar with will not typically make a difference since the cover price can be the deciding factor. Remember a price can almost always go up but rarely can it go down.
[6] Publishing – The demise of the print edition makes this a major factor in the success or failure of a publication. The production quality of the end product speaks volumes about the author, publisher and quality of the writing. The result of poor publishing decisions is invariably loss of credibility among readers, booksellers and the eventual loss of sales. Who publishes your writing and how is critically important to the perception of the reader.
[7]Distribution – The reference is to the booksellers that market and sell copies of your book. Whether your own website, online retailers or local bookstore, distribution is the means of how titles are offered to the public for sale. Every title needs distribution beyond their own website and the more outlets where your book is offered the more opportunities to sell copies. Don’t confuse distribution with the physical shipment of books to a retail location, distribution refers to how and where your publication is offered for sale.
[8] Sales – Roll all of the above together and hopefully you end up with sales. Anyone can publish a book today but not everyone can be successful at selling books. The market is crowded and difficult, authors and publishers who skip any of these 8 Pillars will greatly diminish their chances at being successful and selling copies of their book.
This list is not meant to be exhaustive nor detailed. The 8 Pillars are meant to provide an over view and insight into the basic requirements of publishing a product that has potential to sell copies. For further explanations or evaluation consult a professional with experience. That is the best way to avoid mistakes, save money and not waste time is to research and consult before making decisions.
One Big Marketing Question
By Jerry D. Simmons | December 7th, 2011 | No Comments » (Click to add yours!)
In my last newsletter I asked for help in answering one big marketing question that came up in discussions with a former colleague who works at a major publishing house in New York. The question had to do with marketing and the importance of specific audiences for the self-published author. Here are the question and results.
First the question: If a self-published author had a choice as a result of their marketing efforts between attracting the attention of a:
[1] Consumer
[2] Literary agent or publisher, and
[3] Both consumers and literary agents or publishers,
Which would be most important?
The respondents indentified: Consumers 58 percent of the time as their first choice, both consumers and literary agents or publishers 34 percent of the time, and the literary agent or publisher 8 percent of the time.
In this survey the question is asking for a choice and in fact the results of an author’s marketing should attract the attention of both consumers as well as agents and publishers. It is possible to market specifically to a niche audience of consumers for certain titles and in those situations the likelihood of an agent or publisher making a discovery is limited. However the vast majority of social media marketing and direct marketing to consumers should be designed to attract all audiences. What interests a consumer will most likely also interest an agent and publisher.
Identify Yourself as a Writer
By Jerry D. Simmons | December 7th, 2011 | No Comments » (Click to add yours!)
If you want to expand your audience then let people know you are a writer. If the hesitancy is because you have little confidence in your work then create a pseudonym. The downside is that people will not know your real identity however if the pen name is to share writing and accept criticism then fine. It is hard to understand why writers want to be friends on Facebook or connect on LinkedIn and not identify themselves as writers or authors.
Fear of failure is understandable but it must be overcome if you wish to succeed as a writer. If you write often and devote as much time as possible to improving your craft you cannot help but get better. Writing is a passion and the first hurdle is to accept the fact that not everything you write is going to be terrific let alone marketable. Rather than discard work that you may not feel is good enough, save and readdress at a later time.
Criticism helps writers get better so avoid feedback from family and friends who will only tell you what you want to hear. Seek out writers groups and critique groups and listen to the opinion of others. Success rarely happens overnight and critical acclaim takes time but successful writers persist and learn from mistakes. The biggest mistake a writer can make is to allow criticism to drive them from pursuing their craft. Write as often as possible, welcome and accept criticism, continue to study and improve your work and never forget to identify yourself as a writer.
Most Likely to Succeed
By Jerry D. Simmons | December 5th, 2011 | No Comments » (Click to add yours!)
As the book publishing industry changes and demand for content grows, it is important for writers to stay informed. Becoming a business savvy writer requires an understanding of the marketplace and how the pieces of the publishing puzzle fit together. Without a basic foundation of understanding it is likely that opportunities will be missed.
Book publishing is not rocket science; it is about providing entertainment and information to the masses in the form of written content. Millions of writers create content every day, some of that content will become books but much will not. If the goal is to earn income as a writer then the content must be something the masses want to read. In order to make that determination the writer must have talent, and then learn to publish correctly and market wisely. That can be accomplished by staying informed.
Only a few years ago printed book publishing was the primary method of selling books but not anymore. Digital publishing as eBooks is providing endless opportunities for writers. Yet there is a right and wrong way to publish a digital edition. Those most likely to succeed in the new century are those who are market savvy and have an understanding of how the book publishing pieces fit together.
Four Important Points
By Jerry D. Simmons | December 1st, 2011 | No Comments » (Click to add yours!)
After many years in book publishing I can honestly say that anything is possible. Over my career I’ve witnessed unknown authors with newly published titles rise to the top of the bestseller list and obscure backlist soar to record sales levels. Undoubtedly timing has played a role especially when certain genres heat up and climb atop the cyclical nature of category publishing. The possibility of riding that wave makes otherwise unknown books suddenly gain attention.
In today’s marketplace every writer believes they can achieve success that will send them to the bestseller list accompanied by fame and fortune. Again, anything is possible but in the end what really matters is the writer’s ability to tell a good story or share information in a manner that keeps the pages turning. Success requires talent and that unwavering obsession to become the best. In addition it is critical that writers understand the market and how to manage the pitfalls and capitalize on the opportunities of book publishing.
There are four points that every writer should take to heart as they proceed along the path to bestseller status: [1] Book reviews and notable quotes are important especially prior to publication, [2] Awards separate the best from the rest, [3] Giving away free content attracts readers, and [4] Market and publishing savvy is obtained by being knowledgeable and staying informed about the business of book publishing. Anything is possible if you constantly create new content and stay abreast of changes in the industry.
Foreign Rights
By Jerry D. Simmons | November 30th, 2011 | No Comments » (Click to add yours!)
Selling the rights to a manuscript to someone acting as a foreign literary agent or representing a foreign publisher is extremely risky. It is easy to claim something without proof aside from a shabby website and official sounding title. Granting foreign rights is a business where the writer should utilize only those professionals with lots of experience in that area.
Too often what happens is the rights are granted and that is the last the writer will ever hear from that person again. If the manuscript is transferred to the unknown person claiming to be a foreign literary agent or representative they can take the manuscript, give it a new title, strip and replace the author name and begin selling without the real author ever knowing what happened, let alone ever receiving compensation.
To avoid this issue, NEVER—EVER grant approval to anyone claiming to represent a foreign publisher or acting as a foreign literary agent and NEVER—EVER send a manuscript to anyone as an email attachment unless there is complete satisfaction that the person is reliable and competent. Once a manuscript leaves the control of the writer it may be lost forever without any possibility of recourse.
Agents and Editors
By Jerry D. Simmons | November 29th, 2011 | No Comments » (Click to add yours!)
Book publishing is first and foremost a relationship business and that is especially true for editors and agents. Publishers want to maintain good relationships with agents to make sure they get a shot at the latest writing talent. In turn agents need to make certain they maintain good relationships with editors as an outlet for the manuscripts they receive.
New agents trying to break into the business without experience and not working in the New York City area will have a difficult time. Most editors enjoy the close contact of agents especially when face to face communication is often preferred. This goes directly to developing a relationship, it is difficult to establish let alone maintain without close personal and often face to face contact.
This is not to say that all good agents must live in NYC or that they must have publishing experience. The point is that agents not living in the New York area and without previous publishing experience has a much more difficult time making sales. The question for the writer is, who do you want representing you and your manuscript?
The Literary Agent
By Jerry D. Simmons | November 28th, 2011 | No Comments » (Click to add yours!)
Sending query letters to agents is a long and time consuming process. Once the hint of interest comes along the writer has an important decision to make. There are a few signs to look for when deciding if an agent or agency is the right one to represent you and your manuscript. The first is to (1) Check their website for a list of authors they represent and ask yourself; do you recognize any of them? (2) Do the authors they represent have books you can find in either the local library or bookstore? If the answer to either of the first two is NO then you might want to reconsider the agent and agency.
The next question to ask (3) What is the agency specialty? Are they primarily Mystery? Romance? If they represent authors from many genres this could signal a problem since most agencies specialize. The best way to sell a manuscript is to develop relationships with editors and smaller agencies have a harder time developing multi-genre editorial relationships. The final question to consider (4) Where are they located? How many agents in the firm? If they are outside of NYC then their influence and relationships with editors will most likely be limited. Experience in publishing is not a proper gauge, the true test of a good agent is who they represent and whether you can find their author’s titles in stores.
Even if you consider the offer from an agent to be a good one, having a less than stellar agency represent your manuscript will not help you achieve your personal goals. Consider the options, either you have a questionable agent wanting to represent you or you keep searching for the right one. Your decision will set the course of your career for many years.
Control Your Content
By Jerry D. Simmons | November 23rd, 2011 | 4 Comments » (Click to add yours!)
Penguin is the first major publisher to launch their own self-publishing service through a web site called Book Country. They call their site an online writing community with self-publishing services for members. Their stated aim is to develop aspiring novelists and give them the ability to self-publish their writing. However beware of an association with a major publisher or, wolves in sheep’s clothing.
The CEO of Penguin David Shanks has said, “Book Country is the perfect vehicle for introducing a new kind of self-publishing that offers a more professional product and provides guidance that isn’t currently available from other players.” The service officially launched in April and is reported to have attracted more than a few thousand members who have posted several hundred manuscripts to the site.
While the self-publishing market has shown tremendous growth the past few years the only major company to take a big bite out of the market is Amazon and Book Country is a direct challenge to their self-publishing dominance. Book Country expects to generate revenue primarily from fee based self-publishing services but also plans to take a percentage of all revenues generated from manuscripts posted and acquired as well as titles produced through their service.
Self-published author David Gaughran wrote in his blog that Book Country is “out-and-out gouging” those writers who post to their site. Well known former major published author turned self-publishing success story Joe Konrath said “I’ve sold 500,000 e-books, if I’d published with Book Country, they would have taken $290,000 in royalties from me.”
Book Country wants to act as pseudo-literary agent to their members by attaching themselves to any and all content posted for free. This pronouncement alone gives me reason to shudder since the content itself is what will attract agents but regardless, Penguin wants a financial piece of content they have nothing to do with other than provide a web site for posting.
Penguin is being highly criticized for two reasons: (1) preying on inexperience writers and (2) creating the impression that anyone using their service has a better chance of being discovered by Penguin. Self-published author Gaughran said “The main reason that I am concerned that Penguin [is] behind this is because that will make it more significantly attractive to those newer, less experienced writers.” He went on to say “A much-desired carrot is being dangled in the form of a potential publishing deal with Penguin. Their logo is all over the site. And their backing will lead to some confusion.”
The real question for all writers to consider is: To what extent will the content created and posted to a free web site, be entangled in the financial snare of a major publisher? While the service and fee structure raises concerns, I would suggest weighing the benefit of being a member of their web site community versus them having a financial stake in the writing. Control over the content a writer creates is the most important consideration when selecting any publishing option, especially one backed by a major foreign based publisher who plans to take a piece of a writer’s future success.
Why Publishers Over Ship
By Jerry D. Simmons | November 23rd, 2011 | No Comments » (Click to add yours!)
An earlier blog titled, Bestseller Does Not Equal Success, received many comments from readers asking why publishers over ship to booksellers? The reason is revenue. Virtually all major publishers are owned by much larger corporate entities that care little about books and are in the business for the sole purpose of generating revenue. When these corporate suits scrutinize publishers they tend to focus on quarterly gross billing. The best way to increase revenue short term is increase shipments of titles.
Even though publishers are aware of the return issues of over shipping, the quarterly corporate oversight is much more important than a writer’s future as an author. The follow-up question is why would booksellers allow this to happen? The answer here again is money. Publishers will pay booksellers a fee to warehouse copies. Since booksellers have no exposure other than some warehouse space they accept the over shipment fees.
Each party, publishers and booksellers, know this is a terrible way to run a business but it happens all the time. The percentage a book sells compared to the total number of copies shipped it called percent of sale. Authors with low percent of sales on their titles are destined to become former authors. This is a real possibility with over shipments and has become one of the causalities of doing business in the publishing industry. For writers, beware of these issues, educate yourself on how to avoid the pitfalls, and watch out for yourself. We all know your publisher will not be watching out for you.
